Mobile Growth mindset

1. PR
acquisition
App Store
Optimization
Content
Marketing
Performance
Marketing
Distribution
Deals
(pre-installs,
traffic
exchange)
Viral loops
(Invites &
content
sharing)
International
First Time User
Experience
(onboarding, tutorial)
User Accounts
(Data persistence,
sign-in services)
Deep Linking
Lifecycle
Marketing
Activity
Notifications
Community
(Engagement
& Support)
Payment
Processing
(Carrier Billing,
PayPal, Offer walls,
Credit Card, etc.)
Pricing
(Fixed, Dynamic,
Regional,
Virtual currency)
Merchandising
Ad Inventory
Management
(Native Ads,
Sponsorship, Direct
Sales, Ad Exchange)
Retargeting
Partnerships
Cross-sell
Content
Indexing
(Mobile SEO)
Deeplink
Attribution
Event
Tracking
Campaign
Measurement
A/B testing
Touch
Heatmaps
Screen Flows
Conversion
Optimization
Push notifications
In-App Messaging
Email
SMS
Search
Social
Mobile Ad Networks
TV, Print, Radio
Owned Channels
App Store Listing
App Store
Analytics
ASO Keyword
Performance
Tracking
User
Segmentation
Conversion
Funnels
Billing &
Revenue
Reporting
Performance
Analysis
(CPU, Battery,
Network, Bug
Tracking)
Cohort
Analysis
Content
Analytics
Sentiment
Tracking
LTV Modelling
Growth
Accounting
(Growth rate,
Churn,
Sessions)
Growth
Modelling
(Opportunity
identification)
Install
Attribution
User Testing
Channelsengagement
&retentionanalytics&insights
Revenue Model
(Freemium,
Paid, Ad-Supported,
Subscriptions, Virtual
Goods)
monetization
TargetSummit Berlin
@andy_carvell
Mobile Growth Process
www.mobilegrowthstack.com
www.phiture.com

2. ● Growth Modeling
● Experimental process
● Hypothesis definition
● Using the Mobile Growth Stack to identify opportunities
● Running a growth meeting
● Growth team setups
● Examples of real growth teams: how SoundCloud did it
Growth Process

3. Everything comes back to the Growth Model
● Start with nailing the qualitative model
● Figure out (and agree internally on) your ‘growth story’
● Next: Quantitative spreadsheet to model these steps.
● Refine model over time as user understanding deepens through
experimentation, user testing, interviews and questionnaires.

4. Src: http://abovethecrowd.com/2014/07/11/how-to-miss-by-a-mile-an-alternative-look-at-ubers-potential-market-size/
Uber’s Growth model

5. SRC: http://www.mobilegrowthstack.com/analytics-insights/growth-modeling/mobile-growth-model/ (William Gill)
Build a Basic Growth Model
Build a quantitative, input-driven model that
captures the drivers of acquisition and retention
as you understand them.
Start simple. All models are abstractions; it will
never be perfect.
Use your growth model to do scenario planning:
See how numbers develop if you focus on
acquisition and increase installs by 10%.
See if you would get more active users in 3
months by making retention improvements
affecting new users, etc.
Identify the biggest opportunities.

6. Identify Opportunities and Build a Growth Backlog
What’s the current process for
defining & refining hypotheses &
predictions?
Is there an experiment backlog? How
do new ideas make it into the backlog?
What are the currently active
experiments? What are they teaching
you about your users?
Audit your growth efforts to identify
areas for development.

7. PR
acquisition
App Store
Optimization
Content
Marketing
Performance
Marketing
Distribution
Deals
(pre-installs,
traffic
exchange)
Viral loops
(Invites &
content
sharing)
International
First Time User
Experience
(onboarding, tutorial)
User Accounts
(Data persistence,
sign-in services)
Deep Linking
Lifecycle
Marketing
Activity
Notifications
Community
(Engagement
& Support)
Revenue Model
(Freemium,
Paid, Ad-Supported,
Subscriptions,
Virtual Goods)
Payment
Processing
(Carrier Billing,
PayPal, Offer
walls, Credit Card,
etc.)
Pricing
(Fixed, Dynamic,
Regional,
Virtual currency)
Merchandising
Ad Inventory
Management
(Native Ads,
Sponsorship, Direct
Sales, Ad Exchange)
Retargeting
Partnerships
Cross-sell
Content
Indexing
(Mobile SEO)
Deeplink
Attribution
Event
Tracking
Campaign
Measurement
A/B testing
Touch
Heatmaps
Screen Flows
Conversion
Optimization
Push notifications
In-App Messaging
Email
SMS
Search
Social
Mobile Ad Networks
TV, Print, Radio
Owned Channels
App Store Listing
App Store
Analytics
ASO Keyword
Performance
Tracking
User
Segmentation
Conversion
Funnels
Billing &
Revenue
Reporting
Performance
Analysis
(CPU, Battery,
Network, Bug
Tracking)
Cohort
Analysis
Content
Analytics
Sentiment
Tracking
LTV
Modelling
Growth
Accounting
(Growth rate,
Churn,
Sessions)
Growth
Modelling
(Opportunity
identification)
Install
Attribution
User Testing
The Mobile Growth Stack 3.0 — A strategic framework for mobile growth
By @andy_carvell with contributions from @moritzdaan
engagement
&retentionanalytics&insightsmonetization
Channels

8. Growth Backlog Best Practice
● Everyone encouraged to contribute ideas
● Backlog groomed by PM + reviewed with growth team
● Every experiment driven by a hypothesis
○ Result should lead to better understanding of user psychology & possibly
refine the growth model, even if there is no positive impact on metrics.
● Prioritised by Projected Impact, Estimated Effort, Level of Confidence (i.e. do
you think it will work?)
○ Use scenario modelling to work out which initiatives have the most upside
for overall growth
● Aim to iterate fast… quick wins and small tests can be good for gaining
momentum in the process

9. Experiment Metric(s) Impact Confidence Ease Score
Add focus on security in onboarding flow to accommodate
German-specific concerns
D-1 Retention 4 8 5 =AVG()
Frame App Store screenshots in phone to boost conversion Downloads 3 5 10 =AVG()
Partner up with a German Telco with low data offerings (ie.
AldiTalk)
MAU 10 7 3 =AVG()
From Stack to Ideas

10. Considering REACH
● Consider Reach through the lens of retention curve… if you’re targeting only
engaged, retained users, the group (at least in cohort terms) is very small
compared to a feature / action that reaches NEW users before they churn.
● Better to ask new users to do things while they are still there, even if conversion
would be better with highly engaged users (since the higher volume x lower
conversion rate still = more impact). NB: Not in every case, but be sure to do
the math.
● Fewer than 25% of A/B tests produce a meaningful upside. Often useful to test
extreme ideas - as long as the upside case is there.

11. How to Run a Weekly Growth Meeting
Brian Balfour (HubSpot) on running a growth meeting http://www.coelevate.com/essays/growth-meeting
● Celebrate IMPACT over everything else
● Keep weekly meeting tight
● Maintain a backlog of ideas that anyone can
contribute to (company wide)
○ PM / growth manager grooms the
backlog
● Encourage environment of experimentation
(failures are important)
● Aim to increase the speed that experiments
(and hence failures) that can be executed:
faster iteration.
● Kill initiatives that don’t work quickly
○ SCALE those that do work

12. Possible growth team structures
Src: https://medium.com/swlh/how-do-you-choose-the-best-growth-team-model-632ad5a85be9#.bjwodayow

13. Newly formed growth team in April 2015, replacing earlier attempt. (Restructuring again since Sep 2016)
Total team size: 4 PMs, 8 Eng, 1 Designer, 2x Data Scientists, 1x Growth Marketer
Acquisition handles inbound referrals, SEO, Viral
Retention handles CRM (inc. activity notifications), Re-Activation, Onboarding
Sign-In is a small team focused on Sign-In… likely to expand to pick up Activation
Some Email marketing and ASO support from Marketing Team.
Partnership BD is done by a separate team out of SF.
Sub-Teams
● Acquisition
● Sign-In
● Retention (inc. reactivation)
● International